A product title does two jobs. It has to match what a buyer types into a search box, and it has to tell them enough to click. Most vendor titles fail at one or both, usually because they are written from the seller’s perspective rather than the buyer’s.
Write the words buyers actually type
Buyers search in specific, practical phrases. They type “2 litre electric kettle stainless steel” or “20000mah power bank fast charging”. They rarely type marketing language.
So your title should contain the words a buyer would use, not the words a brochure would use. “Premium Quality Superior Kettle” contains almost nothing searchable. “Stainless Steel Electric Kettle 1.8L Concealed Element” contains several terms buyers genuinely search for.
Think about the different ways someone might describe the same product and include the most common variants where they fit naturally.
A reliable title structure
A pattern that works across most product types:
Brand + Model + Product Type + Key Specification + Distinguishing Detail
For example: “oraimo OpenSnap N2 Open-Ear Wireless Earbuds IPX5 Quick Charging”.
That title tells a buyer the brand, the exact model, what kind of product it is, its water resistance, and a feature they may be looking for. It also contains multiple phrases someone might search.
Compare it to “Amazing Wireless Earbuds Best Quality”, which is searchable for almost nothing and tells a buyer nothing they need.
Put the important words first
Titles get truncated in listings, search results and on mobile screens. The end of a long title often does not display.
Front-load the essentials: brand, model, product type. Put secondary detail later, where losing it to truncation costs less.
Read your title as it appears truncated at around sixty characters and check whether it still identifies the product. If it does not, reorder it.
Include the specification buyers filter on
Every category has one or two figures buyers use to narrow their choice. Get them into the title.
Capacity for kettles, air fryers and power banks. Storage and RAM for phones. Wattage for irons and blenders. Size for clothing and screens. Length for cables.
These are the terms buyers search with, and a title omitting them loses traffic to titles that include them.
Name the exact model
Buyers who know what they want search by model. If your title says only “TECNO Smartphone”, you will not appear for someone searching the specific model you are selling.
Include the full model designation exactly as the manufacturer writes it, including numbers and suffixes. These are often the highest-intent searches, made by buyers who have already decided and are looking for a vendor.
What to leave out
Superlatives. “Best”, “amazing”, “premium”, “top quality” are unsearchable and read as filler.
Punctuation and symbols. Excessive marks, asterisks and emoji look unprofessional and can interfere with search matching.
ALL CAPITALS. Harder to read and reads as shouting. Use normal capitalisation.
Promotional text. “Sale”, “free delivery”, “limited offer” belong in the listing, not the title. They also date badly.
Keyword stuffing. Repeating terms or listing unrelated products in a title reads as spam to buyers and can be penalised.
Your store name. It appears alongside the listing already and wastes title space.
Never mislead
Including terms your product does not match may attract clicks, but those visitors leave without buying, and some order and then return the item.
Do not describe a compatible accessory as if it were the branded original. “Case for TECNO Spark” is honest; a title implying it is a TECNO product is not, and it produces returns and complaints.
Do not include a model number you do not stock in the hope of catching searches. It wastes the buyer’s time and yours.
Variants deserve distinct titles
If you sell the same product in several configurations, make each title specify which. A buyer looking for a particular storage size or colour should be able to tell from the title alone which listing matches.
Titles identical across variants force buyers into the listing to work out the difference, and some will not bother.
Match the title to the description
The title sets an expectation; the description has to meet it. A title claiming a specification the description does not confirm reads as careless at best.
Use the description to expand on what the title introduces, with full specifications, what is in the box, and anything a buyer would otherwise have to ask.
Test and revise
Search for your own products the way a buyer would and see whether your listings appear. If they do not, your titles are missing the terms buyers use.
Look at which listings get views and which do not. A product with stock and a reasonable price but almost no views usually has a title problem rather than a demand problem.
Revise titles on poorly performing listings before concluding the product does not sell. Changing a title is free, and the effect is often immediate.
A quick checklist
- Brand and exact model included
- Product type stated in the words buyers use
- Key specification present
- Important terms at the front
- Still identifiable when truncated
- No superlatives, symbols, capitals or promotional text
- Variant clearly distinguished
- Nothing claimed that the product does not deliver
Review your product titles on your Endinov storefront and rewrite the ones that are attracting few views.
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